Anytime Maggi Time

I very distinctly remember, my sister and I would come back home from school, throw our bags at the couch and shout, “mummy bhook lagi hai!” Mom very well knew what we wanted and without any delay, she would quickly break the Maggi cake into two equal halves and put it in boiling water. Those 2 minutes were effortlessly passed by playing tabla on the plate. Then as soon as the delicacy was put in front of us, we first made sure that both of us were served equally and then would immediately start slurping each single strand of noodle by making our lips round. It surely was “fast to cook and good to eat”.  

Along with it ran the super famous” Mummy bhook lagi..bas 2 min” campaign which promised and delivered yummy noodles in no time. Mothers at that time couldn't have asked for a better gift from the food industry. And as for the kids, as they grew, so did their Maggi. It soon focused on the health front by its “Taste Bhi Health Bhi” campaign and expanded its target group from kids and moms to everyone in the family. The ad showed grandfather and father enjoying Maggi together, and that welcomed Maggi as a new member in every house. It now became a healthy family meal.

After 25 years maggi realized that its kids have grown and now have an emotional attachment with the product. Maggi is no more only noodles, it's a story, a memory lived through time. Memories that are personal, yet speak for everyone in the country. It's no more Nestle Maggi, but “meri college wali Maggi”, “mere akele khane wali Maggi”, “humare exam time wali Maggi”, “meri camping wali Maggi” and various such precious moments which have captured the hearts of millions of customers and have given them a sense of ownership towards the brand.  The “Me & Meri Maggi”  campaign forced everyone to relive their old days and made it very clear that Maggi is the only synonym for noodles!

This bright yellow brand is a perfect example of identifying the right set of customers and growing with them. Maggi has spread much more than love and happiness around, has given its customers awesome memories to cherish and in return has asked for nothing more than just 2 minutes of their time!

Niyati Raj

Coordinator- Zamac

MBA 2011-13 (JGBS)